Many people chase trends and believe that a $300 price tag promises perfect, celebrity-quality hair, but Joseph begs to differ. He created Trademark Beauty in response to the misconception that price equals quality. His goal is to provide the look, feel and functionality of high-priced luxury items but at a fraction of the cost.

“I saw a need for affordable hair tools that kept up with trends but wouldn’t intimidate the consumer,” Joseph says. “I want women to have fun with their hair. Hair tools and products should empower you to try new things.” And that’s exactly what Trademark Beauty lets you do—play with trends without spending a small fortune.

Ever the trendsetter, Joseph proclaims the days of the barrel curl are numbered. “But if you have a $300 iron you’re gonna keep doing that. What’s trending now will probably be out-of-date in a few years, and now you’re stuck with an expensive hair tool that either dates your look or you don’t use anymore,” he explains. The Babe Waves Iron is a new approach to creating soft, beachy texture with an updated twist.

So far Trademark Beauty features three amazing items—but Joseph teased about upcoming products which has us on the edge of our seats! Here’s what you can find from Trademark Beauty at Twiggs:

The Babe Waves Iron creates flowing, textured waves in just a few minutes. This triple-barrel wave-maker features a long swivel cord, velvet-touch handle and digital heat setting that reaches 450°. “It can make your hair look thicker, because it’s not a curl. The weight of a typical barrel curl pulls downwards and often falls flat,’ Joseph says. “But by putting more soft creases, it just stays better. Once you have that texture in your hair, it acts as a foundation to play with different hairstyles.” The result is gorgeous, flowing, beachy waves.

It was the talk of Coachella and instantly went viral once the influencers got ahold of it. Joseph’s EXTRAAA Hair Glitter lets you get creative and glitterize your hairstyle. The clever tube packaging makes it easy to write words and create intricate designs on your hair. “I wanted to make it something people can do at home,” Joseph says. In its most original form, he used Ziploc bags and a fork to create a makeshift icing tube that would let him make glitter gel designs on clients’ hair. They, of course, loved it and wanted to take it home. He realized there weren’t any brands out there like it—and EXTRAAA Hair Glitter was born. It now comes in four gorgeous iridescent colors (Ice Kween Silver being Joseph’s favorite) that help create a look that’s all your own.

After working with RPZL hair extensions on a few projects, Joseph knew he wanted to collaborate with them in creating the perfect, seamless way to add more length and volume. He didn’t want single clips; they had to be dense, with the smallest clips for the weight, and he wanted to be the first to provide 30 inch clip-ins. And that is how RPZL X Joseph Maine hair extensions were born. You can spot these on just about any celeb who’s been wearing their hair at waist length lately.